By creating colourful images with body paint of course!
That is exactly what Valio did. Valio is a Finnish dairy giant, whose super idea to promote their new flavoured fromage frais was wrapped around body painting. The advertising agency Bob the Robot contacted me for the campaign and asked me to help create the visuals promoting strawberry and vanilla. What a fun job and an amazing team of professionals, and the outcome I think certainly shows creativity, clever copy combined with matching paintings. Awesome!
The ads were showing in the centres of cities and towns around Finland. The grey weather was certainly brightened up by these posters!
Making of Valio campaign
Photos: Riina Laine
For video (scroll down)
Making of video (on Valio's You Tube channel)
Advertising agency: Bob the Robot
Body painting: Riina Laine
Assistant: Jaana Veronika
Photography: Jonas Lundqvist
The most common question people ask me when they hear I am a body painter, is what body painting can be used for. The list is almost endless - performances, events, parties, fashion, trade shows, music videos, photoshoots etc. On this post I'm now concentrating on one of the most interesting uses of body painting - advertising and marketing.
I'll start with this example.
Body Crash created by my collegue Emma Hack for Motor Accident Commission (MAC) of South Australia.
What do you think? In my opinion this is by far the best advertisement I have come across that uses body painting. It is clever and the message is obvious. Emma has done an amazing job in this, these kind of multi-body installations are very difficult to create. I've never done one but I hope I will get a chance one day.
This ad is a perfect example of the effectiveness of body art. The painting can be done on one body or 15, it can be beautiful, shocking, objective or abstract, and the reason why it's great in advertising - It's art used as a messenger within a cleverly built concept.
Why does it work so well?
There are plenty of other ways to get the message through, right? It's very simple - body painting always attracts attention. Yeah okay, but why?
Us humans we are naturally intrested in the human body. We all understand human body - we all have one ourselves. We are also interested in art, one way or the other. So when these two interests are combined, that's where the magic happens. When the human body is dressed in paint, it becomes an art form that is easy to comprehend, and what makes it exceptionally interesting to look at is that the canvas is like you. Be it a still ad, a video commercial or a live promotion, body painting catches our eyes. It's fascinating and it often tricks the eye. It's art that breaths.
Body painting artist is usually booked to the project very early on. Often the idea and the concept is already done, but as there are many things to consider when using body painting, I recommend idea swapping and open & honest conversations with the artist and other team members before putting the stamp on the final goal.
Advertising projects focus on delivering the best result for the client. Therefore depending on the project, sometimes the body painting artist can have more responsibility in the artistic direction of the process and sometimes they work more as the technician. All artists are different too so it's good to do some research and look for the one you feel would best suit your project. If you are unsure about how to use body painting in your campaign, contact the artist beforehand and ask questions. We are all passionate about our work and always willing to tell more about it and discuss ideas.
Other examples of great marketing concepts using body painting:
Duo Knotcase: Milla Lahtinen ja Sofia Sarojini
Videography and production
Making-of video: https://youtu.be/3dwOgF2sn1w
This campaign has now been praised internationally and I am so happy for AC Sanafor for this acclaim they have received - the campaign won Silver Stevie Award at the 2015 International Business awards and it received Honorary Recognition of Excellence at 2015 Pharmaceutical Information Act of the Year! It was also short-listed at SABRE Awards EMEA 2015 and IPRA Golden World Awards!
Some links on the news:
Iltalehti: Tempaus Porissa: Hätkähdyttävät vartalomaalaukset paljastavat tupakan tuhot
M&M Markkinointi & Mainonta: AC-Sanafor ja Pohjantähti-Elokuva pokkasivat hopeiset Steviet
You can read my previous blog post about the campaign here: Body painting as a storyteller.
Riina's world of body painting
My latest news and behind-the-scenes stories. New projects and ideas. Just everything body painting related you (or I) can think of!
Riina is an award winning body painter based in Helsinki, Finland. To see more of her work visit www.riinalaineartist.com
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